Posts Tagged "real estate and content marketing"

Measure Social Media Success in Terms of Potential, not Dollar Amount

by Elizabeth Hines | Jun 27, 2018 | Blog, Content Marketing, Real Estate Marketing, Social Media | 0 comments

Social media gives you access to aspirational buyers and their networks, a benefit that can’t be quantified in dollars. It’s time to redefine social media success.

One of the trickiest things about implementing a social media strategy is that social media success can be difficult to measure. While most real estate professionals acknowledge that a social media marketing presence is important, it’s hard to make a case for resources when you can’t precisely quantify the value in terms of dollar amount.

Of course, you shouldn’t stop recognizing the importance of social media as part of a robust marketing strategy. You need to start thinking about value in terms of potential, rather than an immediate sale or rental.

Social media success in real estate will seem more attainable if you:

Shift the focus from short-term sale to the long-term value of social media.
Trust your efforts will pay off, even if not immediately.
Find new ways to measure results over time.

Social media success comes from access to a new audience

Social media allows real estate professionals to discover and engage with a new segment of the market: aspirational buyers and renters. Suddenly, you are faced with an exciting prospect: access to a population that businesses in the past could not reach. Now that we can find out who they are, their long-term value cannot be overstated:

They are your potential buyers.
They can build brand loyalty for your business.
They can engage with your properties.

According to a recent study published in MIT Sloan Management Review, aspirational buyers are likely to follow multiple brands on social media sites. Over half follow at least one brand that they haven’t made a purchase from. But, “our data suggests that they do plan to purchase in the future,” say the study’s authors. “Today’s followers are very likely to be tomorrow’s customers.”

It’s easy to see the implications for real estate marketing, as you can target your messaging for individuals who may not yet be ready to sign a contract, but who are following your properties with interest.

The social network = social media success

There’s another factor to consider regarding the value of social media marketing. At its core, these are networking platforms. That means you not only have access to a new audience base, but to their connections as well.

Your followers’ engagement on social media can expand the reach of your brand and properties, as they engage with their own networks. Putting a dollar value on such social reach is fairly meaningless — but it has the potential to add to your bottom line both now and in the future. For social media success, reach is an important part of the equation.

What’s more, a recent McKinsey study attributes word of mouth to be the primary influence for up to 50% of all purchase decisions. The study authors go on to say, “Followers who are not yet purchasers can share their experience with the brand, and deepen their commitment to the brand, even prior to that first purchase.”

It’s time we start thinking about social media success in this new way: in terms of potential and expanding value, rather than just immediate dollar amounts.

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Posts Tagged "real estate and content marketing"

Learn How Content Marketing Increased Real Estate Sales by 37% in 90 Days

by Jennifer Hart Yim | Jun 16, 2017 | Blog, Content Marketing, Real Estate Marketing, Residential | 0 comments

This case study shows how home sales grew by more than one-third in 3 months with content marketing.

93 percent of all online experiences begin with a search engine, and 75 percent of searchers don’t move past the first page of search results. With home buyers increasingly more likely to start their purchasing research online, content marketing is a strategic way for real estate marketers to get their properties in front of more potential buyers.

What’s more, home buyers are influenced by peers and their interactions with websites, mobile apps, and social networks. The opportunities created by these online interactions can be competitive advantages for real estate marketers who are prepared to take advantage of this new landscape.

Consider this case study of a leading real estate marketing firm who chose to use digital and content marketing to shake up their traditional marketing approach.

After just three months of beginning a digital and content marketing program, the firm recognized significant gains in web traffic, social media engagement, and brand exposure. The firm recognized that unlike print, online mediums created opportunities for their firm to present target audiences with dynamic content. Optimizing their content and strategizing about its distribution boosted sales 37% for this real estate marketing firm in just 90 days.

Download the case study to find out how they achieved their remarkable results.